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I hosted a workshop at the Walnut Street Apple Store where we talked about building the social ecosystem. With a seemingly limitless set of tools, application, methodologies, we made sense of it all and organized it in a way that made sense to everyone. The crux of the analogy? Imagine if your social media ecosystem was a city? How would you build and manage it?
Citation preview
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Digital Experience AgencyMaiden Media Group
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Presented by:: Maiden Media Group
Date: Philadelphia, 15 September 2011
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
PRESENTERS:
Amol Waishampayan@amolbigwCreative Director at Maiden Media
Digital Experience Agency
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Who you’re talking to
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
What We Do
•Digital Experience Agency•Focus on Web Design and Social Media Strategy & Execution•Developing and Maintaining Digital Brand Presences•Based in Old City, Philadelphia
Digital Experience Agency
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About Maiden Media Group
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
HASHTAG FOR TONIGHT:
#socialecosystem
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Maiden Media GroupDigital Experience Agency
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
The Real Time Opinion-Getter
• Live feedback engine • Works on all iOS devices • Great for events, retail, education, and hospitality
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Digital Experience Agency
YORN
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Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media GroupDigital Experience Agency
How to use your iPads for today
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Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media Group
You have:•A presence on some social networking sites (facebook, twitter, etc.)•Some framework of a strategy, or a high-level purpose behind what you’re doing•A general interest in social media
You want:•To build your social ecosystem
Digital Experience Agency
Why are you here?
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Where do you start?
“The reason why all businesses need to have a social media strategy is because it prevents any misunderstandings and emphasizes why social media is relevant to your business’ overall goals.”-SOCIAL MEDIA EXAMINER
Digital Experience Agency
Strategy
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
What should you ask yourself?
➡ WHY? Why are you interested in Social Media?
➡ What objectives are you trying to meet?➡ How will you know when you get there?➡ What is the value of accomplishing your goals?
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Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media Group
Use Yorn to answer
• Customer Service
• Building Thought Leadership
• Lead Generation
• Brand Awareness
• Issue Awareness
• Driving Sales
• I’m Not Really Sure
Digital Experience Agency
What is the primary objective of your Social Strategy?
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
A good social foundationSignificant Following:
•Over 1 millions Likes•Almost 645,000 Followers
Site Integration:•Links between social and main site
Encouraging Conversation:•Pushing retweets
Recognized:•Article in Philly Biz Journal
Digital Experience Agency
Philadelphia Phillies
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Maiden Media Group
Are you Lancaster? or CenterCity?
Digital Experience Agency
What exactly is a social ecosystem?
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Maiden Media Group
•Social Media Networks (Consumers) vs. Neighborhoods (Residents)
•SMsynergy vs. Public Transit (Connecting)
•Content vs. Attractions/Entertainment (Making It Interesting)
•Brand Evangelists/Influencers vs. Politics (Using Popularity)
•Integration vs. Tourism (Drawing People In)
•Applications vs. Running the City (Understanding Residents)
Digital Experience Agency
Components of a Social Ecosystem
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Where does everyone live?
Digital Experience Agency
Networks (Neighborhoods)
Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media Group
What you can find in this template:
Digital Experience Agency
INFOGRAPHIC of Social Networks
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Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media GroupDigital Experience Agency
Know your AudienceKnow your AudienceKnow your AudienceKnow your Audience
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Define your Audience
Digital Experience Agency
Who are you trying to reach?
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What are they interested in? Who are they? Where do they engage?
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
What you can find in this template:
Digital Experience Agency
Slide or page title goes here
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AWARENESS
EVALUATION
ENGAGEMENT
CONVERSATION
LOYALTY
Communication Goal Potential Tactics
Make people aware of brand, product or issue
Educate people and begin to demonstrate the relevance
Get people involvedby spending timeand interacting
Motivate people to openlysupport you, contributesomething, share WOM
Convert people topromoters & loyalcustomers
Viral videos, games, display advertising, head-of-tail blog
outreach, SEO plus
Brand websites, syndicated content, new media desk & room, social
media outreach
Brand websites, contests, blogs, games, social network
participation
Blog summits, blogs, vlogs, social network groups, blogger
relations, share-able programs
Fan activation centers, co-creation programs,
communities
SOURCE: OGILVY
Social Path to Purchase
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Maiden Media Group
How are all your networks, consumers, and social citizens connected?
Digital Experience Agency
Social Synergy (Public Transit)
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Connecting the social platforms, why is this important?
Diverse Audience - Everyone in your audience engages differently
One Voice - Connectivity between the platforms is key
Play your Strengths - Each platform has its own strengths and weaknesses
Digital Experience Agency
Social Synergy
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Maiden Media Group
How to make it fun and engaging?
Digital Experience Agency
Content (Attractions and Entertainment)
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Maiden Media Group
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Digital Experience Agency
Types of Content
What you can CONTROL
What you can
INFLUENCEWhere you can
PARTICIPATEWebsite
Private CommunitiesBlogs
Targeted ApplicationsUser-Generated Content
Licensed Tools
Social NetworksPeer-to-Peer
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Maiden Media Group
How do you rally the community?
Digital Experience Agency
Contests
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Exposure vs. EngagementEveryone wins (Giveaways) - really drives a spike in your subscribers/presence, drives exposureMany enter, few win (Golden Tickets) - better have a good prize, drives engagementFree content, once you connect, membership ONLY (Exclusive Parties) - Drives massive engagement
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Digital Experience Agency
Contest Types
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Maiden Media Group
How to spread the word?
Digital Experience Agency
Social Gifting
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Find partners with strategy to align with your goals and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Find partners with strategy to align with your goals, and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Find partners with strategy to align with your goals, and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Maiden Media Group
How to use popularity to influence the masses?
Digital Experience Agency
Brand Evangelists (Politicians)
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Is that even possible?
Focus on Influencing • Credibility • Bandwidth • Relevance • Timing • Confidence
Digital Experience Agency
How to ‘Own’ your ‘Earned’ media:
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City/Town Pride - Who are your outstanding denizens?
Digital Experience Agency
Gamification Concepts
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Maiden Media Group
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Digital Experience Agency
HOW TO GO BEYOND TRADITIONAL SOCIAL
TRADITIONAL SOCIAL
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GOING BEYOND
Customized Design
Posting Relevant Content
Listening/Monitoring
Responding/Engaging
Contests/Giveaways
Cross-Platform Sharing
SM BOOTCAMP
Customized Design
Posting Relevant Content
Listening/Monitoring
Responding/Engaging
Contests/Giveaways
Cross-Platform Sharing
80/20 WOM
Social Incentive
Gaming Mechanics
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
WHY YOU NEED TO DO MORE THAN CONTESTS
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Contest = SHORT TERM Life
Financial Incentive = SHORT TERM Reward
Common Theme = SHORT TERM
Social Incentive = Keeps Rewarding
Gaming Mechanics = Never Ends
SOCIAL GAMING EXPERIENCEThe 4th & 5th biggest reasons people unlike a Brand on Facebook is because they only wanted to get a one time offer and their posts were too promotional-Marketingcharts.com
TOP REASONS TO UNLIKE A BRAND ON FACE-BOOK1. Too frequent posting2. Wall too crowded 3. Repetitive Content4. Just wanted one-time offer5. Posts too promotional
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
THE RIGHT QUESTIONS TO ASK
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1. How can you truly make your brand organically social?
2. Is there a way to catalyze consumer loyalty, rather than buying it off?
3. Is there a way to look at your social consumers as gamers?
4. How do you leverage your 20% Evangelists?
5. In a perfect world...-consumers brag to their friends about how much they love your brand for no monetary incentive-
This we call "perfect word of mouth"
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Is your brand ready for social incentive/gaming?
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1. You have a great product that delivers value
2. People are comfortable bragging about using your product
3. You are ready to test your brand promise
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Not case studies but Applied concepts
FoursquareOften no monetary incentive.
Mayorship - king of a location
Badges - earned by checking into various venues and other patterns of interaction. Once a badge is earned by a player, it will remain on that user's profile indefinitely.
Superuser levels - special functionality
Simply put, it’s about BRAGGING RIGHTS.
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•6 million users as of January 24th, 2011
•3400% growth in last operating year
• 382 million check ins total
Social Network with Gaming Concepts
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Not case studies but Applied concepts
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Call of DutyXBOX LIVE GAMENo Monetary Incentives
Unlocking Achievements(5 games a day)(20 wins in a row)
Military Rank
Upgrade your Guns/Gear
Biggest Brand Evangelists are the most menacing looking profile
•Players have played more than 600 million hours.•Play Average of 87 minutes per day on the game.•Trumps the average viewership for the 2010 Major League Baseball World Series.
GAMING WITH SOCIAL RECOGNITION CONCEPTS
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Not Case Studies but Applied concepts
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AmazonTOP REVIEWERSNo Monetary Incentives
Reviewer Rank = Competition + Social Recognition
No Creative Naming
Don't use Social Media Outlets to expand and viralize social status
Amazon isn't in the business of Product Reviews (but this segment does reflect their 20% evangelists)
Roughly 10,000 customer reviewers
An Unfinished Social Incentive Strategy
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Social Incentive & GamingOUR APPROACHHOW TO USE YOUR EVANGELISTS80% of your W-O-M Equity comes from 20% of your consumers(evangelists)
The Secret Social Incentive Methodology
90% SOCIAL RECOGNITION 10% MONETARY
Tiered Social Status Gained through brand interactions
and achievements so consumers will CRAVE social recognition and
compete with their peers
Sweetens the Incentive Pot•Get consumers through the door•Reward your top evangelists
LEVEL 1 - X# OF INTERACTIONSLEVEL 2 - X# OF INTERACTIONSLEVEL 3 - X# OF INTERACTIONSLEVEL 4 - X# OF INTERACTIONSLEVEL 5 - X# OF INTERACTIONS
Leverage Social Networks to Catalyze your Consumers Bragging
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
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Digital Experience Agency
Why does SOCIAL INCENTIVE work?TODAY’S CONSUMERSSocially ConsciousMainly Influenced by their social (digital) circlesLove Feeling Empowered (special)Low Brand Loyalty Enjoy Friendly CompetitionProud of Social StatusLove to Brag (who doesn't!?)Distrusting of and Unaffected by Traditional Advertising
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53% (including a majority of Gen Y itself) believe Generation Y is the most self-indulgent-Harris Interactive
75% of consumers look to peer reviews as their primary source of information for buying decisions-Brand Channel
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Maiden Media Group
How to get people in?
Digital Experience Agency
Integrating your Online + Offline (Tourism)
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Maiden Media Group
So Simple, and So Powerful
•Include links to your social networks•QR Codes•Convert 1000s of physical customers to digital•Great for traditional business navigating the digital world
Digital Experience Agency
Receipts & Decals
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Actually, this is already happeningCALL TO ACTION•How is your consumer getting to your digital platform?•Driving consumers to your social sites•Think about Super Bowl ads
Digital Experience Agency
Billboards of the Future
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
How do you see what everyone’s saying?
Digital Experience Agency
Applications (Running the City)
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Maiden Media Group
What is everyone saying?Social Mention
•Price: $$•Pros:
•Less costly than competition
•Alerts•Cons:
•Limited by mentions
Digital Experience Agency
Listening Applications
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Maiden Media Group
What is everyone saying?Brandwatch
•Price: $$$•Pros:
•Alerts•Reporting
•Cons: •Limited by mentions
Digital Experience Agency
Listening Applications
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Maiden Media Group
What is everyone saying?PeopleBrowsr
•Price: $$•Pros:
•1000 days of past information
•Deep search filters•Cons:
•Weak publishing platform
Digital Experience Agency
Listening Applications
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
How do I know whats working?Klout
•Price: $•Pros:
•Provides standard measurement for influence
•Cons: •Not a perfect algorithm
Digital Experience Agency
Analytics Applications
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Maiden Media Group
How do I know whats working?Bit.ly
•Price: $•Pros:
•Great analytics on links•Custom link shortening
•Cons: •Many competitors
Digital Experience Agency
Analytics Applications
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Maiden Media Group
Wowza, this is my one-stop-shopSprout Social
•Price: $•Pros:
•Low cost to start•All in one solution
•Cons: •Lack of publishing workflow•Account limits
Digital Experience Agency
Management/All-In-Ones
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Maiden Media Group
How do I keep track of everything?Cotweet
•Price: $$•Pros:
•Free version for small teams•Great workflow
•Cons: •Limited to Twitter only
Digital Experience Agency
Management/All-In-Ones
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
How do I keep track of everything?ArgyleSocial
•Price: $$$•Pros:
•Comprehensive management tool
•Cons: •Limited number of accounts•Huge price jump from standard to enterprise
Digital Experience Agency
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Management/All-In-Ones
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Wowza, this is my one-stop-shopVitrue
•Price: $$$$$•Pros:
•Complete and comprehensive social media management in all aspects
•Cons: •Big cost both internally and externally
Digital Experience Agency
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Management/All-In-Ones
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
In case you haven’t had enough..
Digital Experience Agency
Misc./Cool
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
In case you haven’t had enough..
Digital Experience Agency
Misc./Cool
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Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
Conceptual evolution over the past 5 years
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Digital Experience Agency
Platform Thinking vs. Activation Thinking
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Multiple touch-points leading to digitalIntegrated Digital Thinking
Building Your Social Ecosystem | Copyright 2011 Maiden Media Group
Maiden Media Group
So much more you can do...but take baby steps
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Digital Experience Agency
Spoilers for Next Time
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How to use your biggest arsenal to push your social presenceWhat’s in it for non-evangelists?
CPG: Coupons online, working with UPC CodesKlout Perks
Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:
Date: Philadelphia, 8 August 2011
Presented by:: Maiden Media Group
Digital Experience AgencyMaiden Media Group
That’s all for today
Thanks!
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